Description

Course Description – Fundamentals of Marketing

This course provides students with a comprehensive introduction to the fundamental principles of marketing and its role in creating value for customers and organisations. It explores the core concepts of marketing, marketing systems, and the impact of digital transformation on contemporary marketing practices. Students gain an understanding of how organisations interact with their micro- and macro-environments, including customers, competitors, suppliers, and broader market forces.

The course covers essential topics such as strategic marketing, market research, the marketing mix, product management, pricing strategies, distribution channels, and integrated marketing communications. Through case studies, interactive learning, and team-based activities, students develop the ability to analyse marketing challenges, apply fundamental marketing concepts, and support effective business decision-making.

Upon successful completion of the course, students will be able to understand and apply core marketing principles, conduct basic market analyses, evaluate marketing strategies, and contribute to the planning and implementation of marketing activities in both traditional and digital business environments.

Learning Outcomes

Cognitive/Intellectual skills: Students: 1. Can analyse basic marketing problems with guidance using given classification and principles. 2. Can collect and arrange data and ideas in a standard way. 3. Students develop greater independence of thought and the ability to solve problems. Key/Transferable skills Students: 1. Use ICT. 2. Develop skills for team work. 3. Develop professional ethics. 4. Develop interest for lifelong learning. Practical skills: Implementation of some marketing activities in practice (eg, primary data collection, etc.).